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  • How Gillette India Grew Its Market Share From 20% to 40% Through Disruptive Marketing Strategies

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    Toulouse18
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    Gillette India only had 20% market share since establishing in India in 1984. In 2009, Gillette India launched the India Shaving Movement to influence women's opinions about shaved men and create the Gillette Guard, an affordable razor with additional safety features tailored for Indian men. Through integrated marketing campaigns including celebrity endorsements, PR stunts, and trade promotions, Gillette India was able to grow its market share by 40% and increase sales of the Gillette Guard by 500%.

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    Case Study Gillete India Good

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    Case Study Gillete India Good

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    Gillette India only had 20% market share since establishing in India in 1984. In 2009, Gillette India launched the India Shaving Movement to influence women's opinions about shaved men and create the Gillette Guard, an affordable razor with additional safety features tailored for Indian men. Through integrated marketing campaigns including celebrity endorsements, PR stunts, and trade promotions, Gillette India was able to grow its market share by 40% and increase sales of the Gillette Guard by 500%.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    81 views11 pages

    How Gillette India Grew Its Market Share From 20% to 40% Through Disruptive Marketing Strategies

    Uploaded by

    Toulouse18
    Gillette India only had 20% market share since establishing in India in 1984. In 2009, Gillette India launched the India Shaving Movement to influence women's opinions about shaved men and create the Gillette Guard, an affordable razor with additional safety features tailored for Indian men. Through integrated marketing campaigns including celebrity endorsements, PR stunts, and trade promotions, Gillette India was able to grow its market share by 40% and increase sales of the Gillette Guard by 500%.

    Copyright:

    © All Rights Reserved
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    of 11

    FROM NAY

    TO YAY
    Lesson Learnt from Gillette India
    andi.Firmanata@nyu.edu
    About Gillette India
    Gillette India only occupied 20% market share ever since established in India

    1901 1984 1997 2004 2009

    FOUNDED ESTABLISHED MERGED LAUNCHED LAUNCHED


    Gillette was Gillette was Gillette India was Gillette MACH 3. India Shaving
    founded in Boston started business merged with Worldwdide Hero Movement. The
    US in India through Duracell product for Gillette result was
    joint promotion but unable to disruptive
    with local compete with
    company traditional razor
    Facts about India
    India is BIG Market

    #2 Most Populated Country


    That’s a lot of people

    1,25 Billion people


    That’s a big market

    650 million male (52% Population) India


    That’s a big market for men grooming product

    #160 GDP Per Capita


    Low Purchasing Power Parity (PPP)

    Source: CIA WordFacts


    “and massive
    moustache”
    The Big
    Strategy
    Strategy 1: Be distruptive
    Gillette India Launched Shave India Movement

    • Influenced the Buyer: WOMAN


    • Conducted Intensive Research: 70% Woman love
    shaved man
    • Launched Shave India Movement :
    1. India Votes: Shave or No Shave
    2. Woman Against Lazy Stubble
    • Wide Coverage Nationally
    • Celebrity Endorsement
    Strategy 2: Create HERO SKU
    Create INDIA Specific SKU: Gillette Guard

    What Indian Male wants What Gillette Created


    • More affordable price Launched Gillette Guard
    compare to traditional razor • Simplified design: less blade
    • Safety First (prevent from • Additional feature:
    frequent cuts) 1.Safety comb,
    2.Hang Hole
    • Easy to Use
    • Priced at 35 cent
    Stategy 3: 360 Campaign
    Integrate Marketing and sales in all level

    • Created PR Stunt:
    1. Guinness World Record Breaking
    2. Ripley Believe it or not Museums
    • Conducted Trade Marketing promotion in last
    three feet:
    1. Experience Booth
    2. Mall roadshow (Brand Activation)
    • Social Media campaign
    LET’S REVIEW
    THE RESULTS

    763,000 40%
    hits on google search Market Share growth
    2of 3 razors
    Gillette Guard accounted for
    two out of three razors sold

    2,5 Million 500% in India in 2013

    Worth media coverage Sales Growth


    THANKS
    Let’s see a video
    Resources
    ∎ https://www.cia.gov/library/publications/the-world-factbook/geos/in.html
    ∎ http://useconomy.about.com/od/glossary/g/Gdp-Per-Capita.htm
    ∎ http://www.moneycontrol.com/company-facts/gilletteindia/history/GI22
    ∎ http://www.ft.com/intl/cms/s/0/8da786b8-37e7-11e3-8668-
    00144feab7de.html#axzz3z1u9XSOj
    ∎ http://www.businesstoday.in/lbs-case-study/gillette-innovated-improved-its-
    market-share-in-india/story/204517.html
    ∎ https://www.youtube.com/watch?v=DrXu-q5EOEQ

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